Category: Copywriting

Copywriting, Learnings

Who cares what your company desires?

Chris Labs

I am worried about my own problems. The bank is foreclosing the mortgage on my house, the bugs are destroying the hollyhocks, the stock market tumbled yesterday. I missed the eight-fifteen this morning, I wasn’t invited to the Jones’s dance last night, the doctor tells me I have high blood pressure and neuritis and dandruff. And then what happens? I come to the office this morning worried, open my mail and here is some little whippersnapper off in New York yapping about what his company wants. Bah! If he only realized what sort of impression his letter makes, he would … Continue reading Who cares what your company desires?

Copywriting

Here are the Golden rules for Headlines.

Chris Labs

-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more. -Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth. -Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising. -If you advertise a product that is only bought by a small group of people, put a word in … Continue reading Here are the Golden rules for Headlines.

Copywriting

Put your headline below the illustration

Chris Labs

Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. *On the average, headlines below the illustration are read by 10% more people than headlines above the illustration. -Ogilvy on Avertising, p.88 Continue reading Put your headline below the illustration

Copywriting Library

The Amazing “Face-Lift-In-A-Jar”

Chris Labs

NOW AT LAST, YOU CAN GET IT TOO! The Amazing “Face-Lift-In-A-Jar” Used by Hollywood Stars Who Lose Their Jobs If They Don’t Look Their Best! Have you seen Tova Borgnine lately? She really looks great! In fact, according to her husband Ernest, Tova now has the skin of a teenager! And what about Ernie himself? His friends are all saying he looks younger now than he did 10 years ago. Actually, he looks so good many of his co-stars have accused him of having a face-lift. But Ernie hasn’t had a face-lift and neither has his wife Tova. Both of … Continue reading The Amazing “Face-Lift-In-A-Jar”